Top 10 Types of B2B Lead Generation Content
by MGB2B
Have you ever experienced “writer’s block?” Sometimes instead of not knowing what to write, the trouble is figuring out what form to write it in that will entice new leads to engage. This is a content rut and it happens to everyone.
Fear not, because Mascola B2B has compiled a list of the top 10 performing B2B lead generation content pieces. Say goodbye to your tired content calendar and hello to your list of fresh, new leads!
- White Papers. Tried and true, white papers are a standard for offered-value. People download them because they are authoritative, detailed, and informative. When you’re looking to pack a punch with your offering, a white paper will do just that.
- Podcasts or Videos. If you have the time and bandwidth, audio and video content are two great ways to engage your audience. They’re opportunities to put a voice to your brand and allow your team to show their creative side. When it comes to generating leads, be sure to include a form fill so your listeners/viewers can subscribe.
- Contests. Who doesn’t love to win something? Contests are great for driving engagement, growing your reach, and, most importantly, generating leads. Contests also adapt to many online platforms like your website, lead gen landing page, and social media channels.
- Ebooks. Like white papers, ebooks provide a comprehensive look at a specific topic. Ebooks tend to be a little more creative, so be sure to inject a combination of information and creativity into yours.
- Checklists. Unlike many content formats, checklists are short, simple, and easy to generate internally, while simultaneously offering unique, digestible content to your readers. Include clear headers and keep copy brief.
- Templates. A template is a strong offering because it provides the reader with a usable tool for creating an original piece of their own. Templates can take many forms such as calendars, outlines, plans, or worksheets. And each time your downloader wants to create a new piece, he or she will be reminded of you upon returning to the original template.
- Original Data & Research. There’s no offering more unique or informative than original research findings from your company. One of the least expensive ways to curate original data is to conduct a survey and share the results via a downloadable report or infographic.
- Demos. You’ve hooked your reader with a few blog posts, a podcast, and perhaps a white paper. Now they’re ready to give your product a try. Create an enticing free offer with language reinforcing the highlights of your product. Also, make sure it’s seamless to schedule a demo.
- Tool Kits. If you have a bunch of related pieces of content lying around, a tool kit is a great way to re-purpose them into a meaningful, cohesive collection. This can be a great follow-up method for connecting with past customers or readers who have downloaded a few pieces of your content.
- Webinars. A webinar is a useful format for combining an authoritative tone on a topic with the personality of your company’s leadership. However, a successful webinar can take a lot of work. Try partnering with your industry’s leading trade publication to produce a sponsored webinar and let the pros handle the hard part, while you get to play host and collect the leads.
From templates to white papers to podcasts, there are endless types of B2B lead generation content out there. The key is finding the right mix of what works for your business while keeping your audience alert and engaged with new topics and formats.
Still stuck in a content rut? Mascola B2B is here to help.
Continue ReadingRoads to Success: AdWords Device Bidding for B2B Marketing
by MGB2B
The hottest word in digital marketing is “mobile.” This is nothing new, of course. For years we’ve been seeing that mobile search traffic growth is increasing. As the screens we carry in our pockets become more and more integrated into our personal and professional lives, this trend will just continue. And now Google has made mobile content the first indicator for search rankings. This makes “mobile first” a necessity more than a suggestion. Now is the perfect time to start optimizing your B2B marketing efforts for searches across multiple devices.
Thankfully, Google AdWords now allows marketers to make device-based bidding choices on all three device categories: Desktop, Mobile devices with full browsers, and Tablets with full browsers. For years, we’ve had the ability to make bid adjustments for our mobile search traffic, but Desktop and Tablet bidding had always been grouped together. That’s no longer the case. Now we can set our base bid for any of the three devices, and then make bid percentage adjustments for the other two. This is a fantastic change to the AdWords bidding landscape — a leap forward for many B2B marketers, who for years have seen the differences in traffic performance from each of the device groups in their segmented data.
The Best Ways to Use Device Bidding for B2B Marketing
You can read about the “mobile first” traffic trend all day. But how searches from different devices affect your B2B marketing efforts can vary wildly depending on your industry. Luckily, you can find a wealth of data on how Desktop, Mobile, and Tablet traffic perform specifically for your business right in your Google AdWords reports. By segmenting your historical AdWords data by device, you can see where the majority of your clicks and impressions are coming from, and how they perform compared to one other.
For instance, you might find that while the majority of your paid search traffic still comes from desktop, the traffic that comes from mobile devices typically comes in at a better Position and Click-thru-rate/Conversion rate at a lower Cost-per-click. This would suggest you should increase your mobile bid to take advantage of this trend. Or, you might see that mobile and desktop searches make up the bulk of your traffic, but when searches come from tablets they perform far worse. From here you might decide to reduce your bid for tablets and allocate more of your budget to the higher-performing mobile and desktop searches. Whatever the data tells you, you now have the tools to make informed decisions.
While the trend towards “mobile first” is obvious and inevitable, at the end of the day, the device-bidding actions you take now should be based on what works best for your brand. When you combine these new tools with your deep insights into your markets, the possibilities are endless. Keep in mind that all the bidding adjustments you make might be in vain if you haven’t created a mobile-friendly version of your site. It’s also important that it loads quickly and is easy for customers to navigate across different screen sizes — a good reason to have a responsive design if you don’t already.
The routes customers take to reach your business are constantly evolving. Make sure your company is taking advantage of every available road to success.
Continue ReadingWhy You Should Get to Know Your Industry Trade Publication
by MGB2B
Cultivating relationships is the foundation of any successful business. One of the most underutilized B2B relationships is with your industry’s leading trade publication. Trade publications are narrowly targeted magazines serving a specific field. They usually include editorial content, industry news, and related advertisements. Advertising in industry trade pubs is only the first step. They can also be a very important way to start filling your sales funnel.
You may ask yourself, why should I spend time nurturing a relationship with my sales rep at the trade pub when I can simply email them an order with my print schedule for the year and be done? Because, in the current communication age, trade pubs are much more than the monthly magazine they produce.
Here Are 4 Perks of Cultivating a Relationship with Your Industry Trade Publication:
- Inside Scoop on Last-Minute Deals. After inevitable last-minute cancellations, magazines will often offer premium placements (back covers, spreads, etc.) at deep discounts. Open communication with your sales rep will get you on the short list for these exclusive deals.
- Customized Digital Opportunities. Trade publications host webinars, cultivate a library of native advertising, and send out email newsletters to a curated audience. Discuss your marketing goals with your rep and upgrade your marketing campaign to involve yourself in some of these premium digital options.
- Enhanced Trade Show Experience. Trade publications are at the hub of many industry conferences, networking events, and trade shows. Work with your trade publication to become a leader at the next event, instead of just a passive attendee. (Don’t waste time; here’s how to make the most of your next trade show).
- Editorial Preference. Sales reps are a great resource to help get your most recent press release in the hands of the right person, whom you might not reach otherwise. Also, many trade publications are happy to work with you to publish advertiser-written editorial; all you have to do is ask.
Gone are the days where a trade publication’s reach is confined to the pages of their magazine. For many B2B industries, trade pubs — and more specifically, their websites — are the pulse of the industry. They’re also the first place your potential customers will look for current news, trends, and leaders of the industry. Next time, instead of blowing off that networking event or letting your sales rep’s call go to voicemail, take the extra 5 minutes to chat with your contact and reap the benefits of a strong relationship with your industry’s leading publication.
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